Insight on Generation X -They're Not So Apathetic
Media relations professionals who primarily target audiences made up of those who are 30 and older should rethink their strategies, according to a new probe by the Radio and Television News Directors Foundation, Washington, D.C. The study finds that those in Generation X - the 20-somethings of the world - aren't as apathetic as they've been portrayed.
Findings are being distributed via video (with an accompanying report) for $15 for members and $30 for non-members. Content for the video was culled from two focus groups from the RTNDA97 opening general session. The focus groups included Generation Xers evaluating news formats and media styles while news directors reviewed the same material and tried to anticipate their responses.
Generation Xers say they want journalists to be tough and confrontational - yet fair and balanced. The bottom line for those in PR is that pitches sent to editors and producers targeting this demographic wedge can't be fluff.
They need to include the same industry perspective, third-party insight and in-depth content that you're gearing for mom and dad. (RTNDF, 202/659-6510)
Good News for PR For Alternative Medicine
If you're a PR professional working for a company that provides alternative medical routes - i.e., massage therapy, herbal medicine, homeopathic remedies - a yet-to-be-released study shows that eight out of 10 adults believe that alternative medical treatments are effective.
Results of the study, conducted by CDB Research & Consulting Inc. (it's the market-research arm of PR firm Creamer Dickson Basford), are available at http://www.cdbresearch.com. Results are based on 250 telephone interviews conducted last year with a sample group of adults 18 and older. (CDB Research & Consulting, 714/724-5940)